Lecture unit 6: Consumer learning (1/2)

Question 1

What is learning?

Answer 1

• is any change in the content or organization of long-term memory or behavior and is the result of information processing

Question 2

Where do consumers learn from their behavior ? (leads to consumption)

Answer 2

• Family and friends
• Culture
• Mass media
• Advertising

->Lifestyle –>Consumption

Question 3

What are the two interrelated components of memory?

Answer 3

• Long-term Memory
• Short term memory

Question 4

What is “Long-term memory LTM”?

Answer 4

• is that portion of total memory devoted to permanent information storage
• is viewd as an unlimited, permanent storage

Question 5

What is semantic memory in Long-term memory?

Answer 5

• is the basic knowledge and feelings an individual has about a concept
• represents the individuals understanding of an object at its simplest level

Question 6

What is episodic memory in Long-term memory?

Answer 6

is the memory of a sequence of events in which a person participated

Question 7

What is short-term memory?

Answer 7

• ”working memory”
• is that portion of total memory that is currently activated or in use

Question 8

What are the 3 characteristics of short term memory?

Answer 8

STM is short lived:
- CS need to refresh information through maintenence rehersal or it will be lost

STM has limited capacity:
- can only hold 5-9 bits of information

Elaborative activities occur in STM:
- they serve to redefine or add new elements to memory and can involve both concepts and imagery

Question 9

How is long-term memory viewed?

Answer 9

is viewed as an unlimited, permanent storage

Question 10

Long-term memory:
What is schemas/ Schematic memory of LTM

Answer 10

• is a complex web of associations
• Concepts, events, and feelings are stored in nodes within memory

Question 11

What are the components stored in nodes within memory according to schematic memory?

Answer 11

Concepts, events, and feelings.

Question 12

What role do associative links play in schematic memory.

Answer 12

• connect various concepts to form the complete meaning assigned to an item, varying in terms of strength and directness of association.

Question 13

Long-term memory:
What are scripts ?

Answer 13

• A script is the memory of how an action sequence should occur
• A script is a special kind of schema

Question 14

Why is teaching consumers the appropriate script for acquiring items a major difficulty for new forms of retailing. (E.g. online shopping)

Answer 14

• Because it involves changing learned behavior and ensuring consumers understand the new sequence of actions

Question 15

Long-term memory: Define the term accessibility in the contect of LTM?

Answer 15

• The likelihood and ease with which information can be recalled from LTM
• This accessibility effect for brands is called top-of-mind awareness

Question 16

Which three factors enhance accessibility in long-term memorry?

Answer 16

• rehearsal
• repetition
• elaboration

Question 17

What does conditioning” mean ?

Answer 17

means presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated

Question 18

what are the two forms oof conditioning?

Answer 18

• classical conditioning
• operant conditiioning

Question 19

What is classical conditioning?

Answer 19

• is the process of using an established relationship between one stimulus (music) and response (pleasant feelings)
• to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand)

Question 20

What is operant conditioning?

Answer 20

• or instrumental learning involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior

Question 21

What does cognitive learning mean?

Answer 21

• it encompasses all the mental activities of humans as they work to solve problems or cope with situations, where three types are important to marketers; iconic rote learning, vicarious learning, analytical reasoning

Question 22

3 fforms of cognitive learning?

Answer 22

• Iconic Rote Learning
• Vicarious Learning/Modeling
• Analytical Reasoning

Question 23

What does iconic rote learning mean?

Answer 23

• means learning a concept or the association between two or more concepts in the absence of conditioning

Question 24

How does iconic rote learning compare to more complex forms of cognitive learning in terms of cognitive effort?

Answer 24

Iconic rote learning involves less cognitive effort than more complex forms of cognitive learning.

Question 25

What is a **potential outcome** of **iconic rote learning** for consumers?

Answer 25

**consumers** may form **beliefs** about **characteristics** of **products** **without** being **aware** of the **source** of information

Question 26

What is vicarious learning/modelling?

Answer 26

- individuals **learn indirectly** by **observing** others or **using imagery** to **anticipate** the outcome of **various** actions.

Question 27

In what settings is vicarious learning common? (**involvement**)

Answer 27

Vicarious learning is **common** in **both** **low**- and **high**-**involvement** settings.

Question 28

How do many ads utilize vicarious learning?

Answer 28

**Many ads** **encourage** consumers to **imagine** the **experience** of **using** a product.

Question 29

What is analytical reasoning?

Answer 29

- individuals **engage** in **creative thinking** to **restructure** and **recombine** **existing** and **new information** to form **new** **associations** and **concepts**.

Question 30

How complex is analytical reasoning compared to other forms of cognitive learning?

Answer 30

**Analytical** reasoning is the **most complex form of cognitive learning.**

Question 31

What often **triggers** reasoning in **analytical** reasoning?

Answer 31

**Information** from a **credible source** that **challenges** one's **existing beliefs** will **often** trigger reasoning.